Facebook already launched similar stickers and profile frames in its main app late last week, when it also announced a broader initiative to encourage vaccine take-up by showing which of your friends has used the stickers in their posts.
Now it’s launched new visual tools on IG as well, which will be included within the new initiative.
As explained by Facebook:
“Share a story on Instagram using the “I Got Vaccinated” sticker. When you do, it will become part of a shared story with others who used the sticker and will link to the COVID-19 Information Center to help others find out more about the vaccine.”
The idea is that by showing who, among your friends, has already got the vaccine, it will encourage further take up through a form of peer pressure. Well, maybe ‘pressure’ is not the right word, but previous research by Facebook has shown that prompts like this, which show what actions your friends have taken, can prompt further action on the same.
WhatsApp has also added its own stickers, created in partnership with the World Health Organization, to also encourage take-up.
In isolation, these may seem like relatively small additions towards the broader vaccine push, but again, research has shown that such prompts can be effective, and simple reminders like this could be all it takes to get more people to get vaccinated, moving us closer to normalcy once again.
Vaccine resistance still remains a major cause for concern as we look to move into the next stage of the global roll-out, with ongoing speculation around the make-up of the treatment, and its potential impacts, still rife among medical misinformation groups and pseudoscience proponents. Indeed, Facebook itself may well be responsible for much of this resistance – but medical experts agree that this is the best way forward, and the most effective, and safest way to get us back to normal life as soon as possible.
As such, it’s important for social platforms, which provide the greatest reach between individuals, to implement initiatives like this to encourage take-up.
It may seem like a small step, in relative terms, but its impact could be significant.
Meta Launches New Reels Features, Including Stories to Reels Conversion and Improved Analytics
As it works to latch onto the short-form video trend, and negate the rising influence of TikTok, Meta has announced some new updates for Reels, across both Facebook and Instagram, including additional Reels insights, the expansion of the ‘Add Yours’ sticker, and ‘auto-created’ Reels clips. Yes, automatically created Reels videos.
Here’s how the new additions work.
The main addition is the expansion of the ‘Add Yours’ sticker from Stories to Reels, providing another way to prompt engagement from other users via Reels clips.
As you can see in these example images, you’ll now be able to post ‘Add Yours’ questions via Reels clips, while you’ll also be able to view all the various video responses to any prompt in each app.
It could be another way to spark engagement, and lean into the more interactive ethos of the short form video trend. Part of the appeal of TikTok is that it invites people in, with the participatory nature of the app essentially expanding meme engagement, by making it more accessible for users to add their own take.
Meta will be hoping that the ‘Add Yours’ sticker helps to facilitate the same, prompting more engagement with Reels clips.
Next up is auto-created Facebook Reels, which, as it sounds, will enable users to automatically convert their archived Stories into Reels clips.
As you can see here, you’ll soon see a new ‘Create from Your Story Archive’ prompt in the Reels creation flow, which will then enable you to convert your Stories into Reels clips.
So it’s not exactly wholly automated Reels creation, as it’s just flipping your Stories clips into Reels as well. But it could provide another, simple way for users and brands to create Stories content, utilizing the video assets that they already have to link into the trend.
Worth noting that Meta also recently added a tool to convert your video assets into Reels within Creator Studio.
Meta’s also expanding access to its ‘Stars’ creator donations to Facebook Reels, which is now being opened up to all eligible creators.
Meta initially announced the coming expansion of Stars to Reels back in June, which will provide another critical monetization pathway for Reels creators. Short form video is not as directly monetizable as longer clips, where you can insert pre and mid-roll adds, so add-on elements like this are key to keeping creators posting, and fueling an ecosystem for such in its apps.
Stars on Reels will be available all creators that have maintained at least 1,000 followers over the last 60 days.
Meta’s also adding new Reels performance insights to Creator Studio, including Reach, Minutes Viewed, and Average Watch Time.
That’ll provide more perspective on what’s working, and what’s not, to help optimize your Reels approach – which could be especially valuable in the coming holiday push.
Lastly, Meta’s also expanding some Reels features that were previously only available in Instagram to Facebook as well.
Crossposting from Instagram to Facebook is now available to all Instagram users, while Meta’s also expanding its Remix option to Facebook Reels also.
As noted, Reels has become a key focus for Meta, as the short-form video trend continues to gain traction, and TikTok continues to rise as a potential competitor. By replicating TikTok’s main elements, Meta’s working to negate its key differentiation, which could ensure that more of its users don’t bother downloading a new app, and just stick with its platforms instead.’
Which, whether you agree with that approach or not, has proven effective. Reels content now makes up more than 20% of the time that people spend on Instagram, while video content, overall, makes up 50% of the time that people spend on Facebook.
Meta additionally notes that it’s seen a more than 30% increase in engagement time with Reels across both Facebook and Instagram.
Meta doesn’t need to ‘beat’ TikTok as such (as much as it would like to), but it does need to dilute its significance if it can, and make it less appealing for users to have to start yet another new account, and re-build their friends list.
That’s why it’ll continue to replicate TikTok at every turn, because millions of people are currently not going to TikTok because of the presence of Reels in its apps.
You can learn more about Meta’s new Reels updates here.
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